Detlev von Platen Interview

The Reason Why All Men Love Porsche

On the eve of the first press day of the New York International Auto Show 2012, AskMen's boyhood dreams came true. Sure, we've done a lot of did-that-just-really-happen? stuff in the past — we got Miranda Kerr to give us her 10 tips for romance, scoped out the coolest watches at BaselWorld in Switzerland and received a signed thank-you letter from Prince William in the mail — but a one-on-one with Detlev von Platen, CEO of Porsche Cars North America, is perhaps our biggest boy-to-man full-circle moment. Heck, it feels like just yesterday we were fumbling with our Hot Wheels track set on the family room floor.

We checked out the models on display, including two debuts (the all-new third-generation 2013 Porsche Boxster and the new Cayenne model, which is the first diesel vehicle for Porsche in the U.S. market), talked to Detlev about why men love Porsche so much and played with a few cars.

AskMen (AM):Of all the Porsche models, which one is your favorite?

Detlev von Platen (DVP): I personally drive a 911 Turbo. I’m feeling very privileged to do this. I have the chance to change every six months. But I tell you, every morning when I take the car, I have the same feeling. This is everyday magic. Getting this 10 minutes to drive to the office, hearing the sound, putting a little bit the foot on the accelerator to get this impression — I like the 911.

The new 2012 911 Carrera Cabriolet.AskMen:What was the car you drove to your first job?

DVP: My first [job] was working for another car manufacturer, but in the division of motorcycles. And I was always lucky enough to have the chance to work for products where I believed in it very strongly. And I very strongly identified with that.

Sometimes driving a Porsche is like riding a motorcycle: You feel this connection with the road much more directly than with other cars, is my feeling. So, my first car was not a Porsche, to be completely honest; it was a Citroen, a deux chevaux Citroen. This car is a French car with a flat two-cylinder, like the Porsche, but, of course, not the same performance. And then [I] had the chance to come to Porsche. And I love it — I love it!

Men And Their Lifelong Love Of Porsche

AskMen (AM):I want to talk to you about your consumers, your male consumers, in relation to the brand. Why do you think men love Porsche so much?

Detlev von Platen (DVP): Porsche has been known for racing all the time. We started the history of Porsche on a race track, racing against big guys. And, as you know, Porsche basically starts in the mind of a man being a boy — seeing the car on the street, very pure form, pure design, very fast car, very hard to bring to the edge.

And I would say it has become, over the years, I would say more than a man car. It has become a gentleman’s car, because we have introduced a lot of technologies, intelligent technologies, making sure that the car is not only becoming more performing, but making sure that the performance we’re bringing is made in an intelligent way, bringing the consumption down — very important for the social acceptance. The car looks pure. It’s a car for connoisseurs; it’s a car for a gentleman driver.

Yes, it has always been a man’s car, but I have to say more and more women are getting attracted also. We are actually the most fast-growing woman car.

The new Porsche Boxster in motion.

AM:And why do you think that is?

DVP: We introduced, lately, with the Boxster, with the Panamera and the Cayenne has helped, obviously. The car has been also developed to provide much more comfort... without making any compromise in performance. So this spread you have: Having on one side the tiger — very fast race car — and on the other side when you want to have a little more comfort, to have quiet and safety. The car is very safe.

AskMen:How about American men? Where do you think they are right now when it comes to purchasing a car? What are they looking for?

DVP: They are looking for three things. The main thing is the brand. The brand is very important. The Porsche brand is one of the most strong international brands in the world. If you say “Porsche,” everybody knows. Not only the awareness of the brand, but the values are important. Values like tradition, innovation, design, social acceptance have made this brand even more stronger today. That’s the first reason.